How to get a newsletter design you actually like

I’ve just finished briefing a designer on the design for a new client’s
newsletter. So I thought I’d share some of the things I do to make sure
I (and my client) get a design everyone likes.

Have a vision

The most important thing to do is have a vision for what you want
the finished product to look like. See it in your mind, maybe sketch it
on paper. See the colors, the size of the headlines, the type of
pictures you want. Once you have created this vision, you will find it
much easier to brief your designer.

Think: "what’s it like?"

When I ask clients about the kind of design they want for their
newsletter, I ask them to name a magazine they think has a great
design. And then I ask them why they like that design. I find it’s a great way to determine exactly what the client likes.

What magazine or newspaper would your newsletter be like?

It’s in the details

The more details you can give to your designer, the more happy you
will be with the result. So describe your vision in as much detail as
you can. Think of the basics, such as: